Chinese revolution: Open cashes in on Li's 200 million fans

By Georgia Wilkins

MOST of the top players at the Australian Open come with an entourage of fans, a dedicated band of supporters that grows with each round.

Few, however, can claim a cheer squad of 200 million. That is what sets Chinese trailblazer Li Na apart.

Tennis trailblazer: Li Na.Credit:AFP

The extraordinary popularity of the world No. 5 in her home country is a game-changer for the sport and a huge opportunity for the Open. Travel packages, social media campaigns and even a leg of the trophy tour dedicated to Li Na's home town have been used to promote the Open to China, in the hope sponsorship deals and tourism dollars will follow.

A new broadcast deal with Shanghai Media Group will give an additional 65 million homes in China access to live coverage of the tournament, meaning a potential Chinese audience of 200 million.

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Ticket sales through tour operators in China have also increased - up 30 per cent on the more than 2500 visitors who attended last year.

''This is an important future market for us,'' Australian Open tournament director Craig Tiley said. ''Our objective is to bring over as many people from the Asia-Pacific region during that time of year, so they can spend money.''

Li's potential value to the Open was evident in the decision - for the first time - to include three cities outside Australia in the tour of the Open singles trophies. Those cities were all in China - Beijing, Shanghai and Wuhan, Li's home town.

Applications for media accreditation from journalists in China have increased this year, from 15 in 2011 to 38 people from 17 organisations.

Li's success last year as the first Chinese player to win a grand slam title led to a huge boom in interest in the sport there. Chinese news agency Xinhua reported 65 million viewers watched her 6-4, 7-6 (7-0) victory over Francesca Schiavone at the French Open in June. When the 29-year-old made her first run to the final of the Australian Open earlier that year - losing to Kim Clijsters - 135 million people in China watched, raising viewer numbers there from 59 million in 2010.

Tennis Australia commercial director Steve Ayles said: ''You cannot underestimate what a successful person will do to drive interest in a sport. Her personality is very unique and welcoming, so that has also helped generate exposure for her and for tennis.''

But Mr Ayles denied Tennis Australia was making investment decisions based on the success of one player, adding: ''Li Na has hit a new benchmark but it's not just about Li Na.

''There are other top-20 female players in China and many other top-100 players in the region.''

Last month, tourism bodies and Tennis Australia launched an interactive tennis game on Weibo, a Chinese website similar to Twitter with 250 million users.

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''It is critical for us to keep growing in exposure in those regions and continue to attract more investment to the event,'' Mr Ayles said.

Tennis Australia has also signed a deal with the Chinese company Erke, which has 8000 shops in the country, to launch an Australian Open range with local company Spartan Sports.